In SEO disruption is a constant, its the only constant. Whatever you work on today will be turned on its head at some point. This presentation seeks to find the un-disruptable parts of marketing, Trust, Loyalty, Etc to show how search thinking can influence those as well. We move into the impact that content has on how people feel about your brand, good and bad. Lastly we show examples of what could be if we focused on using search as a tool to solve people's problems vs just a tool to get rankings and traffic.

2. Disruptions
all around

3. Decided to go back to the classics -
1890’s

4. @wilreynolds

5. @wilreynolds
The best ads, ask no one to buy, but they
are based on the knowledge of human
nature, writers know how people are led
to buy.

6. Belief
Understanding how people
make decisions is a skill that is
Undisruptable

7. That is a…
greater
skill
Than understanding
how Google works

8. Apply how Google works to my
understanding
of how people work

9. The Best Marketers Understand
People’s Needs…

10. Since when is it
disruptive
to solve a
customer problem?
smelly car
Hungry
annoyed
Can’t communicate

11. HOW DO YOU HANDLE DISRUPTION
HTTP://BIT.LY/DEATH10LINKS

15. How do you feel about these two bands?

16. Competitors, Lie in wait

17. Competitors, Lie in wait

18. Competitors, Lie in wait
Sink these into YOU!

19. Turn you into THIS!!

20. Let’s Disrupt OURSELVES
before someone else does…
https://www.flickr.com/photos/amanky/

21. Loyalty is (mostly)
UNDISRUPTABLE

22. Smart Companies…
Disrupt Themselves
Avoid rented platforms
Apple Music
Google Now
Facebook (Instagram)
Amazon Prime + Echo

23. Smart Marketers…
Disrupt Themselves
Avoid rented platforms
Apple Music
Google Now
Facebook (Instagram)
Amazon Prime + Echo

24. A 2010 SEO strategy won’t work in 2015
Have you changed? 10x?

25. Don’t become marketing’s carcass
Prioritizing Channel
over
Audience Problems?

26. Marketing
AMPLIFIES
Doesn’t
Fix!!

27. Picnic Pants

28. UX Fail!

29. Marketing
that doesn’t focus on people is
getting old

30. Connect Tactics
to
People’s Needs
to
Business Outcomes

31. Digitally, Needs are
Met with Content
and often starts with
a little box…

32. Choice is yours

33. BE A CONTENT HERO

35. Who needs external batteries

36. SEO First Step – Go Here

38. Who Needs
External Batteries
VS.
Who Searched for
External Batteries

40. Who Needs
External Batteries
AND
Who Searched for
External Batteries

41. How do we get there?

42. STEP 1: RAISE YOUR FLAG

43. STEP 2: GET LOUD

45. Think…
Different

46. WE COULD BE
THE PEOPLE WHO
HELP PEOPLE
FIND SOLUTIONS

47. MAIDS
LOST
WEIGHT
WHEN TOLD
THAT THEIR
DAY TO DAY IS
EXERCISE

48. WE
ARE
THE PEOPLE WHO
HELP PEOPLE WHO ARE LOST
FIND ANSWERS

49. Deflect Disruptions
by focusing
on your customers
Needs & Aspirations
https://www.flickr.com/photos/benny4bs/

50. CHANNEL FIRST = RUNNING DRY

51. Winning At Search
Losing At People

52. EXAMPLES

55. 6 year head start
Competitor launched
18 months BEAT

56. ONE FOCUSED HERE

57. GOT IT!!

58. ONE
FOCUSED
HERE

59. ON THE
FEELING
OF
RELAXATION
ADVENTURE
NEW THINGS

61. Who is going to rank better in 2018
AND
Have a stronger brand?

62. LET’S TAKE A LOOK BACK

68. Get a disproportional amount of media
coverage
Drive brand awareness by being part of
the cultural conversation
Through Social & Media engagement
drive a better SEO footprint to drive
bookings in Berlin

69. Get a disproportional amount of media
coverage (200 media hits)
Drive brand awareness by being part of
the cultural conversation (2.2% of convo)
Through Social & Media engagement
drive a better SEO footprint to drive
bookings in Berlin (???)

71. 2+ Million

72. Once
Algo’s
Get
This
VRBO?

73. It’s 1900, You are hired…

74. Choice is yours

75. “Tail” of two airlines

77. Shorter Virgin Video

78. What CHOICES did each company make?
BOTH had to produce the
SAME “content”…

79. Reality:
Travel feels like this

80. Insert Smimsek slide
People want to see ME & hear what I
have to say before takeoff

81. Let’s do something FUN, that makes
people want to dance before takeoff

82. Let’s do something FUN, that makes peop
want to dance before takeoff

83. Brand we admire
Go the extra mile for customers
Disrupt

84. Another Industry Making a
Comeback…

85. TELEVISION
=
DISRUPTED

86. TV is Rising

87. Stay paranoid

88. THE DANGERS
OF LIFE
ARE INFINITE
& AMONG
THEM IS
SAFETY

90. Now, THIS!!!

91. Dollar Shave Club video
Dollar
Shave
Club

95. Every touchpoint
reinforces the message

97. Bill Boards

98. Mailchimp

99. Mailchimp

100. Old Media, still ain’t getting it…

101. Old Media Ain’t Getting’ It

102. New Media,
Didn’t we already go through this…

103. Didn’t we already go through this…

105. These
Pop-ups
Won’t
Go
Away

106. Might as
Well
Scroll
Sideways

107. Got the product and audience right then
poured fuel on the fire with TV.
(Trust + Reach)

108. BE READY AT ANY
MOMENT TO GIVE
UP WHAT YOU
ARE
FOR WHAT YOU
MIGHT BECOME.

109. 1900

110. @wilreynolds
Use Content
To Sell More
TIRES

111. @wilreynolds
No Pinterest
No Facebook
No E-mail
NO GOOGLE!

112. @wilreynolds
Content Marketing since

113. @wilreynolds https://www.flickr.com/photos/anacronicos
Get him to
DRIVE
MORE

114. @wilreynolds https://www.flickr.com/photos/125261545@N03/
Worn Tires

115. @wilreynolds https://www.flickr.com/photos/125261545@N03/
More miles is more
MONEY!!

116. Understand the Need
(explore, new to talk about)
Apply to the Business
(sell tires)

121. Average content can LOWER
Brand Perception
Trust
Loyalty

122. Trust is hard to disrupt

123. Pacemakers

125. Is your content building
Trust &
Loyalty
momentum

127. My Journey

128. I’m here

129. Didn’t do this

130. Or this

131. No Genie In a Bottle

132. So wait, Wil, are you saying people make
decisions on
beliefs
reputation
trust

133. So if you only focus on what people type
into boxes…
YOU ARE GOING TO BE DISRUPTED!!

134. RE:DEFINE
SEO

135. Not Tracked
To Specific
ROI
20%

136. STAY PARANOID

137. Pinterest is a
Database
of your
Aspirations

138. bit.ly/seerpinterestguide

145. 0 links
0 outreach
Ranks well, evergreen
HELPS PEOPLE
Delights

146. Delights people, builds traffic, brand
for ever ever, for ever ever

147. Lesson:
The best marketing is rarely created by
only ONE discipline

149. Missed the direct searcher
Missed the social audience
Missing traffic for ever ever, for ever ever

150. Missing an OPPPORTUNITY to help
people find their dogs, for ever ever!

151. When the old & new
combine!

153. How do I get started?
Take the piece of content your
customers love most, and spend < $1,000
promoting it via audience targeting.
I Spent 4 weeks & $850, forever changed
how I will do marketing.

155. Relevant
Took someone time
Looked Good

156. Reduce the
Abstract

157. You Got A Chance
Make People feel Great
or
Make People feel Manipulated

158. Which group is
Google
seeking to disrupt?

159. Which side
are
you
on?